2. Market Segmentation 1
People or organizations with
People or organizations with
Market
Market needs or wants and the ability and
needs or wants and the ability and
willingness to buy
willingness to buy
A subgroup of people or
A subgroup of people or
Market
Market organizations sharing one or more
organizations sharing one or more
Segment
Segment characteristics that cause them to
characteristics that cause them to
have similar product needs.
have similar product needs.
The process of dividing a market
The process of dividing a market
Market
Market into meaningful, relatively similar,
into meaningful, relatively similar,
Segmentation
Segmentation identifiable segments or groups.
identifiable segments or groups.
3. The Importance of 2
Market Segmentation
Markets have a variety of product
needs and preferences
Marketers can better define
customer needs
Decision makers can define objectives
and allocate resources more accurately
18. การวางตําแหนงผลิตภัณฑ
A: กระยาสารท………….
B: กระยาสารทมรดกไทย
C: กลุมแมบานเนินสําราญ
D: กลุมแมบานทาไมแดงใต
E: กลุมกระยาสารทบานเนินขี้เหล็ก
ความหลากหลาย A E D C B
บรรจุภณฑ
ั D E A C B
D A E C B
ราคา
D C E B A
คุณภาพ
D E C B A
คุณคา
ระดับ
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